![Amy Yau](https://profiles-cardiff.imgix.net/attachments/1454?w=200&h=200&auto=format&crop=faces&fit=crop&q=90")
Dr Amy Yau
Uwch Ddarlithydd mewn Marchnata a Strategaeth
- YauA@caerdydd.ac.uk
- +44 29208 75706
- Adeilad Aberconwy, Ystafell C03, Rhodfa Colum, Cathays, Caerdydd, CF10 3EU
- Ar gael fel goruchwyliwr ôl-raddedig
Trosolwyg
Amy has recently joined Cardiff Business School as a Lecturer in Marketing. Prior to this, Amy has worked in market research and consultancy companies and was a teaching assistant in the University of Bath. Her main research interests lie within consumer culture and cross-cultural marketing through the use of qualitative methods.
Cyhoeddiad
2024
- Osadchaya, E. et al. 2024. To ChatGPT, or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry. Business Horizons 67(5), pp. 571-581. (10.1016/j.bushor.2024.05.002)
- Marder, B. et al. 2024. What drives advertisers toward or away from immersive virtual spaces?. Journal of Advertising Research 64(2) (10.2501/JAR-2024-020)
2021
- Marder, B., Oliver, S., Yau, A., Lavertu, L., Claire, P., Frank, M. and Cowan, K. 2021. Impression formation of PhD supervisors during student-led selection: An examination of UK business schools with a focus on staff profiles. International Journal of Management Education 19(1), article number: 100453. (10.1016/j.ijme.2021.100453)
2020
- Yau, A. 2020. Contestations of entrepreneurship and marketing in creative maker tribes during Covid-19. Presented at: ACR Conference 2020, Virtual, 01-04 October 2020, Vol. 48. The Association for Consumer Research pp. 1229.
2019
- Iankovaa, S., Davies, I., Archer-Brown, C., Marder, B. and Yau, A. 2019. A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management 81, pp. 169-179. (10.1016/j.indmarman.2018.01.001)
- Yau, A., Marder, B. and O'Donohoe, S. 2019. The role of social media in negotiating identity during the process of acculturation. Information Technology and People 33(2), pp. 554-575. (10.1108/ITP-09-2017-0305)
2018
- Yau, A. and Christidi, S. 2018. Shackles of care: family power struggles and negotiation strategies for food provision in adulthood. European Journal of Marketing 52(12), pp. 2378-2404. (10.1108/EJM-11-2017-0838)
- Marder, B., Marchant, C., Archer-Brown, C., Yau, A. and Colliander, J. 2018. Conspicuous political brand interactions on social network sites. European Journal of Marketing 52(3/4), pp. 702-724. (10.1108/EJM-01-2017-0059)
2017
- Yau, A. 2017. Transgression within narratives of consumer acculturation and global mobility. Presented at: EIASM 9th Workshop on Interpretive Consumer Research, Stockholm, Sweden, 27-28 April 2017.
2016
- Yau, A. and Marder, B. 2016. The transcultural experience of being half the world and a click away: understanding the role of social media in the acculturation process. Presented at: Global Marketing Conference, Hong Kong, 21-24 July 20162016 Global Marketing Conference at Hong Kong Proceedings. Global Alliance of Marketing & Management Associations pp. 407-412., (10.15444/GMC2016.04.05.01)
2015
- Yau, A. and Mahn, A. 2015. Sharing is dubious, it won't work! Exploring the barriers towards collaborative consumption of free floating car sharing. Presented at: Association for Consumer Research North American Conference 2015, New Orleans, LA, 1-4 October 2015Advances in Consumer Research 2015, Vol. 43. pp. 746-747.
2014
- Yau, A. and Davies, I. 2014. Consuming education: a longitudinal exploration of the Western market’s role in Chinese development. Presented at: 39th Annual Macromarketing Conference, London, UK, 2-5 July 2014.
- Yau, A. and Davies, I. 2014. Finding home and stamping identity with people, products and places: a consumer culture theory exploration of the migrant consumers returning home. Presented at: Academy of Marketing Conference 2014, Bournemouth, UK, 7-10 July 2014.
- Yau, A. and Davies, I. 2014. Exploring the role of modern Confucian values for promoting sustainable consumption in China. Presented at: 39th Annual Macromarketing Conference, London, UK, 2-5 July 2014.
2013
- Yau, A. and Davies, I. 2013. Consuming education: a longitudinal exploration of Chinese acculturating consumers. Presented at: Academy of Marketing Conference 2013, Cardiff, UK, 8-11 July 2013.
- Yau, A. and Marder, B. 2013. Consumer acculturation and the role of anxiety within the consumption of social networking sites. Presented at: Academy of Marketing Conference 2013, Cardiff, UK, 8-11 July 2013.
- Yau, A. 2013. Erase and rewind: a consumer culture theory exploration of the consumer re-acculturation process. Presented at: 7th Workshop on Interpretive Consumer Research, Brussels, Belgium, 11-12 April 2013.
2012
- Yau, A. and Davies, I. 2012. The modern Confucian values influence on Chinese ethical consumption. Presented at: Academy of Marketing Conference 2012, Southampton, UK, 2-5 July 2012.
- Yau, A. and Davies, I. 2012. The modern renegotiations of Confucian ethics and implications on ethical consumption in China. Presented at: Academy of Marketing Science Annual Conference, New Orleans, LA, USA, 15-20 May 2012.
- Yau, A. and Davies, I. 2012. Negotiating boundary crossing identities: Consumer re-acculturation and transgression. Presented at: Academy of Marketing Conference 2012, Southampton, UK, 2-5 July 2012.
Articles
- Osadchaya, E. et al. 2024. To ChatGPT, or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry. Business Horizons 67(5), pp. 571-581. (10.1016/j.bushor.2024.05.002)
- Marder, B. et al. 2024. What drives advertisers toward or away from immersive virtual spaces?. Journal of Advertising Research 64(2) (10.2501/JAR-2024-020)
- Marder, B., Oliver, S., Yau, A., Lavertu, L., Claire, P., Frank, M. and Cowan, K. 2021. Impression formation of PhD supervisors during student-led selection: An examination of UK business schools with a focus on staff profiles. International Journal of Management Education 19(1), article number: 100453. (10.1016/j.ijme.2021.100453)
- Iankovaa, S., Davies, I., Archer-Brown, C., Marder, B. and Yau, A. 2019. A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management 81, pp. 169-179. (10.1016/j.indmarman.2018.01.001)
- Yau, A., Marder, B. and O'Donohoe, S. 2019. The role of social media in negotiating identity during the process of acculturation. Information Technology and People 33(2), pp. 554-575. (10.1108/ITP-09-2017-0305)
- Yau, A. and Christidi, S. 2018. Shackles of care: family power struggles and negotiation strategies for food provision in adulthood. European Journal of Marketing 52(12), pp. 2378-2404. (10.1108/EJM-11-2017-0838)
- Marder, B., Marchant, C., Archer-Brown, C., Yau, A. and Colliander, J. 2018. Conspicuous political brand interactions on social network sites. European Journal of Marketing 52(3/4), pp. 702-724. (10.1108/EJM-01-2017-0059)
Conferences
- Yau, A. 2020. Contestations of entrepreneurship and marketing in creative maker tribes during Covid-19. Presented at: ACR Conference 2020, Virtual, 01-04 October 2020, Vol. 48. The Association for Consumer Research pp. 1229.
- Yau, A. 2017. Transgression within narratives of consumer acculturation and global mobility. Presented at: EIASM 9th Workshop on Interpretive Consumer Research, Stockholm, Sweden, 27-28 April 2017.
- Yau, A. and Marder, B. 2016. The transcultural experience of being half the world and a click away: understanding the role of social media in the acculturation process. Presented at: Global Marketing Conference, Hong Kong, 21-24 July 20162016 Global Marketing Conference at Hong Kong Proceedings. Global Alliance of Marketing & Management Associations pp. 407-412., (10.15444/GMC2016.04.05.01)
- Yau, A. and Mahn, A. 2015. Sharing is dubious, it won't work! Exploring the barriers towards collaborative consumption of free floating car sharing. Presented at: Association for Consumer Research North American Conference 2015, New Orleans, LA, 1-4 October 2015Advances in Consumer Research 2015, Vol. 43. pp. 746-747.
- Yau, A. and Davies, I. 2014. Consuming education: a longitudinal exploration of the Western market’s role in Chinese development. Presented at: 39th Annual Macromarketing Conference, London, UK, 2-5 July 2014.
- Yau, A. and Davies, I. 2014. Finding home and stamping identity with people, products and places: a consumer culture theory exploration of the migrant consumers returning home. Presented at: Academy of Marketing Conference 2014, Bournemouth, UK, 7-10 July 2014.
- Yau, A. and Davies, I. 2014. Exploring the role of modern Confucian values for promoting sustainable consumption in China. Presented at: 39th Annual Macromarketing Conference, London, UK, 2-5 July 2014.
- Yau, A. and Davies, I. 2013. Consuming education: a longitudinal exploration of Chinese acculturating consumers. Presented at: Academy of Marketing Conference 2013, Cardiff, UK, 8-11 July 2013.
- Yau, A. and Marder, B. 2013. Consumer acculturation and the role of anxiety within the consumption of social networking sites. Presented at: Academy of Marketing Conference 2013, Cardiff, UK, 8-11 July 2013.
- Yau, A. 2013. Erase and rewind: a consumer culture theory exploration of the consumer re-acculturation process. Presented at: 7th Workshop on Interpretive Consumer Research, Brussels, Belgium, 11-12 April 2013.
- Yau, A. and Davies, I. 2012. The modern Confucian values influence on Chinese ethical consumption. Presented at: Academy of Marketing Conference 2012, Southampton, UK, 2-5 July 2012.
- Yau, A. and Davies, I. 2012. The modern renegotiations of Confucian ethics and implications on ethical consumption in China. Presented at: Academy of Marketing Science Annual Conference, New Orleans, LA, USA, 15-20 May 2012.
- Yau, A. and Davies, I. 2012. Negotiating boundary crossing identities: Consumer re-acculturation and transgression. Presented at: Academy of Marketing Conference 2012, Southampton, UK, 2-5 July 2012.
- Marder, B., Oliver, S., Yau, A., Lavertu, L., Claire, P., Frank, M. and Cowan, K. 2021. Impression formation of PhD supervisors during student-led selection: An examination of UK business schools with a focus on staff profiles. International Journal of Management Education 19(1), article number: 100453. (10.1016/j.ijme.2021.100453)
- Iankovaa, S., Davies, I., Archer-Brown, C., Marder, B. and Yau, A. 2019. A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management 81, pp. 169-179. (10.1016/j.indmarman.2018.01.001)
- Yau, A., Marder, B. and O'Donohoe, S. 2019. The role of social media in negotiating identity during the process of acculturation. Information Technology and People 33(2), pp. 554-575. (10.1108/ITP-09-2017-0305)
- Yau, A. and Christidi, S. 2018. Shackles of care: family power struggles and negotiation strategies for food provision in adulthood. European Journal of Marketing 52(12), pp. 2378-2404. (10.1108/EJM-11-2017-0838)
- Marder, B., Marchant, C., Archer-Brown, C., Yau, A. and Colliander, J. 2018. Conspicuous political brand interactions on social network sites. European Journal of Marketing 52(3/4), pp. 702-724. (10.1108/EJM-01-2017-0059)
- Yau, A. and Mahn, A. 2015. Sharing is dubious, it won't work! Exploring the barriers towards collaborative consumption of free floating car sharing. Presented at: Association for Consumer Research North American Conference 2015, New Orleans, LA, 1-4 October 2015Advances in Consumer Research 2015, Vol. 43. pp. 746-747.
Ymchwil
Primary research interests
- Consumer Behaviour
- Consumer Acculturation
- Qualitative Research Methods
- International and Cross-Cultural Marketing
- Sustainable Consumption
- Collaborative Consumption
Research projects
- Conference Organiser- part of organising committee of Economic Social Research Council Conference 2014 (April 2014 - Present).
- Ethics and Marketing with Dr. Iain Davies, University of Bath, UK.
- Organisational Identity and Change with Dr. Mona Moufahim, University of Nottingham, UK.
- Charitable Giving with Dr. Sally Hibbert, University of Nottingham, UK (October 2009).
Addysgu
Teaching commitments
- Marketing Research (Module Leader)
- Business Project
- Marketing Management
- Marketing
- International Business
Additional teaching
Contributor for the Online Resources for Baines, P. and Fill. C (2014) Marketing. With Professor Paul Baines, Cranfield University (February, 2014).
Bywgraffiad
Anrhydeddau a dyfarniadau
- Awarded Best Paper in Track Prize- Academy of Marketing: “The Modern Confucian Values Influence on Chinese Ethical Consumption”.
- Awarded £1000 Worshipful Company of Marketors Dissertation 1st prize.
- Academy of Marketing Conference and Colloquium Travel Grant
- ESRC Overseas Field Trip funding
- ESRC 3+1 PhD Scholarship Funding
Aelodaethau proffesiynol
- Academy of Marketing Science
- Consumer Culture Theory
- Macro Marketing
